Dream Employers Uncovered 2010 Report

Dream Employers
Uncovered
2010 Report

BROUGHT TO YOU BY:

Contents
1. Introduction....................................................................................................................................... 2

2. And the winners are... ....................................................................................................................... 3

New Zealand companies play the Kiwi card .................................................................................... 4

3. What makes a Dream Employer? ...................................................................................................... 5

Recognition just as important as pay .............................................................................................. 6
What‟s important in a Dream Employer for the different generations? .............................................. 7
The top five uncovered ................................................................................................................... 8

4. Only 3/10 people are working for their Dream Employer .................................................................. 9

Would you recommend your current employer? .............................................................................. 10
Who‟s recommending whom? ........................................................................................................ 10
Who‟s missing from the list? ........................................................................................................... 10

5. Being your own boss is on the wish list ........................................................................................... 11

Who wants to be their own boss? ................................................................................................... 12

6. The nightmare employer ................................................................................................................... 13

7. The winners under the microscope .................................................................................................. 14

Dream Employers by industry......................................................................................................... 14
Conscience versus glamour .......................................................................................................... 15
Dream Employers, male and female choices .................................................................................. 15
Industry choices by profile .............................................................................................................. 16

8. Methodology ..................................................................................................................................... 17

9. Response rates ................................................................................................................................. 18

10. About us ............................................................................................................................................ 19

About Insync Surveys .................................................................................................................... 19
About RedBalloon .......................................................................................................................... 19
Dream Employers Supporter – Talent2 ........................................................................................... 19

Dream Employers Uncovered 2010 Report
© Insync Surveys Pty Ltd Page 1

1. Introduction
For many years Australia and New Zealand have lacked an employer of the year award that can be won by
any organisation. Accolades are reserved for organisations that self nominate, respond to a defined criteria
and invest time and effort in creating polished submissions.

Insync Surveys and RedBalloon have solved this problem with the Dream Employers Survey. We asked the
public; “who is your Dream Employer?” With no strings attached, they dreamed for a few minutes about what
could be.

The findings are revealed in this report. In addition to listing Australia and New Zealand‟s Dream Employers
the public‟s motivators are also explored. Read on to find out more.

Key findings
1 Aussies and Kiwis dream of mixing work with play –
80% of the Dream Employers promote a fun working environment

2 A company‟s reputation/brand is the number one attribute that drives interest
from job seekers

3 Putting people first is a winning strategy according to 39% of voters

4 73% of people are not working for their Dream Employer

5 For every self-employed person there‟s another seven who wish they were

6 Negative work culture is voted mostly likely to tarnish an employer brand


2. And the winners are...
Congratulations to Google, voted the 2010
Rank Dream Employer
Dream Employer by the Australia and New
1 Google Zealand public. Google is known worldwide for
2 Virgin Group/Richard Branson its culture and office fit outs. “Talented people
3 Self are attracted to Google because we empower
them to change the world,” according to the
4 Apple
Google founders in a letter in 2004. “This is still
5 Qantas
a core principle at Google and a foundation of
6 The Walt Disney Company
our company,” explains Joe Krayer, HR
7 OMD Director, Google Australia.
8 Sydney Water
9 Getaway Our research found key attributes attract

10 Coca Cola potential employees regardless of industry.
The report uncovered image and reputation
11 Microsoft
drive attraction just as Xiang, Chen & Ye
12 Vodafone
(2005) would predict using the signalling
13 eBay theory.
14 Commonwealth Bank
15 The United Nations Ranked second, the various Virgin companies
16 Salmat have a CEO that sends strong signals about
the brand. Richard Branson provides a halo
17 Lonely Planet
effect for the entire Virgin Group. He boosts
18 Air New Zealand
attraction and job application numbers by
19 ABC
sending signals about what it is like to work at
20 BHP Billiton Virgin.

At a recent Business Chicks Breakfast in Sydney, Branson promoted Virgin‟s culture when he said, “Our
people need to be 100% proud of where they work and believe in what they do every day.” Branson is often
shown partying with staff which conveys the image that combining work and play is the norm at Virgin.

A standout finding from the survey was the desire for people to work for themselves.
Being your own boss and having control over your working life is very appealing
to the Australian and New Zealand public. However, not everyone who is
currently self-employed voted themselves as working for their “Many people might not know
Dream Employer. This is explored in more detail in section what Google employees actually
five.
do all day, but they still want to do it.”
Other top 20 highlights include Getaway and the United
Nations. “Australians are the world‟s greatest travellers and we James Garriock, CEO, Insync Surveys
allow people to dream for an hour a week of being somewhere
else,” says John Walsh, executive producer at Getaway. The idea
of getting paid to travel around the world is a key attraction. The United Nations on the other hand has only a
small pool of direct employees in Australia, yet the work they do clearly resonates with many.


Lastly, employee advocacy played a large part in the appearance of OMD, Sydney Water
and Salmat on the final list, given that they‟re not widely known consumer brands. Staff
loyalty is often a measure of a successful attraction strategy (Corporate Leadership
Council, 1999).
“One of our values is
„fun really matters‟.” Most of the Dream Employers are high profile consumer brands.
Many of them also offer the chance for employees to mix work with
Carolyn Maloney, play. Disney is a great example: “It sounds simple, but what we do for
Director People Management, OMD a living makes people happy and you can‟t underestimate how much
that means to our employees,” says Carly Peter, Human Resources
Director for The Walt Disney Company Australia and New Zealand.

New Zealand companies play the Kiwi card
Half of New Zealand‟s Dream Employers are local companies that aren‟t ashamed to play the patriotism card.
Kiwibank CEO Paul Brock sums it up by saying, “Everyone owns the culture; the culture in our bank is about
being Kiwi.” This is also true at Air New Zealand, who “encourage people to be themselves and to share the
Kiwi spirit,” according to Group GM Technical Operations and People, Vanessa Stoddart.

When asked what is the best thing about working at ASB Bank, John Barclay, Chief Human Resources Officer
responded, “Over 3700 of our colleagues have stated they value our company reputation, the fact that we‟re a
successful business and we provide the opportunity to work with great people.” The New Zealanders clearly
have passion for their national brands and their people.

Rank NZ Dream Employer

1 Google
2 Air New Zealand
3 Self
4 Virgin Group/Richard Branson
5 Vodafone
6 Kiwibank
7 ASB Bank
8 Fonterra


3. What makes a Dream Employer?
What is so appealing about the 20 Dream Employers and what are they doing right? Respondents were asked
to nominate why they had chosen a particular company as their Dream Employer from a choice of 12 options
including “other”. Up to three responses could be chosen.

Reasons for choosing a Dream Employer

Brand/company reputation 41%

Culture 39%

Work-life balance 28%

Rewards & recognition 27%

Personal interest 27%

Pay, benefits & conditions 27%

Products & services 23%

Innovative 21%

Social/environmental 14%

CEO 11%

Equal opportunities 4%

The top drivers are brand/company reputation and culture. The importance of developing a healthy brand and
creating a people-centric organisation is key to gaining a competitive advantage in the employment market, a
notion supported by Pfeffer (1998) and reinforced by the voters‟ voice.

Ultimately, brand image is built through a solid reputation for consistently delivering on an employment value
proposition. An employer that fails to deliver value to the employee will have a disgruntled workforce and a
blemished reputation.

Google is consistently selling their employer value proposition through the media, across the web and by
promoting employer excellence awards. “At Google we believe that a strong culture and an atmosphere of fun,
integrity, and creativity contribute to the productivity of our employees. Googlers believe in the company they
work for and truly enjoy coming to work each day,” says Joe Krayer, HR Director, Google Australia.

“The Australian public has a strong affinity with the Disney brand. For more than 80 years, The Walt Disney
Company has created magical, compelling entertainment experiences that delight audiences and engage
families through the generations,” says Carly Peter, Human Resources Director for The Walt Disney Company
Australia and New Zealand. Both existing and potential employees get a “feel good” sense (Greening &
Turban, 2000) when viewing the company as an employer and these positive messages of brand and culture
are reinforced in the market.


Word of mouth is an extremely powerful tool to promote positive messages to the market (Reichheld, 2003).
Coca Cola Amatil have a very effective employee referral program which helps spread the word about the
company culture to future candidates. Grant Kerswell, Director Human Resources, Coca Cola Amatil also
highlights, “There is so much passion in our business because our people are passionate about the brands
and our company.” Many people learn about a company‟s culture through word of mouth.

Work/life balance is also a priority for voters. With “play” being a common theme across a majority of the top
20 brands this is not a surprising result. However, being able to find the right balance between professional
and home life is taken very seriously by many companies, including Lonely Planet. “We have high
expectations, and in return we offer considerable flexibility and a fun working environment. It‟s also much
easier to get the work/life balance right when you are passionate about what you do,” comments CEO Matt
Goldberg.

Recognition just as important as pay
Generous pay and trendy products or services are not enough anymore to make an employer stand out as the
most desirable place to work. The results show rewards & recognition are just as highly sought after as pay,
benefits & conditions and personal interest, with all three sets of factors receiving the same number of
nominations among respondents. Employees want to be acknowledged, thanked and recognised for their
contribution and this is a key factor in their decision to stay with their employer. A recent RedBalloon survey of
3,000 employees found that 52% of employees said they would leave their company if they did not receive
recognition.

Whichever way you look at it, becoming a Dream Employer is not easy. There are many factors that contribute
to a successful employer brand. It‟s about delivering on promises and ensuring they are aligned with the
company‟s reality. “Brands are delivered by people not products. How people talk about an
organisation is the most powerful way to build a brand. A recognition program
recognises employees' positive behaviours you want to reward, such as
living a brand's values, which in turn contributes to its culture," says
Naomi Simson, CEO and Founder, RedBalloon.
“Your value proposition has to
be reflected across your business,
starting with the recruitment process –
branding as you go to press, tone and words used
in the screening process, interaction when hiring, the
company induction and your overall orientation to the
organisation.”

Peter George, Organisational Psychologist, Talent2


What’s important in a Dream Employer for the different
generations?
• Company/brand reputation is most important for Gen X and Y “Gone are the days when
men
managers only gave their staff
• Culture is equally a driver for all generations a pat on the back and a couple of movie
• Work/life balance is rated second in tickets for a job well done. The importance of
importance for Baby Boomers and not a reward and recognition programs are an
high priority for Gen Y, which could be imperative driver for business success.”
reflective of life stages

• Personal interest ranked fourth for Gen Y, Naomi Simson, CEO and Founder, RedBalloon
who are keen to pursue their passions

Reasons for choosing a Dream Employer by generation

31%
Brand/company reputation 42%
44%
38%
Culture 39%
39%
32%
Work-life balance 30%
25%
21%
Personal interest 23%
34%
25%
Pay, benefits & conditions 27%
27%
30%
Rewards & recognition 26%
25%
27%
Products & services 23%
21%
19%
Innovative 21%
22%
15%
Social/environmental 13%
16%
16%
CEO 13%
6%
10%
Equal opportunities 4%
2%
Baby Boomers Gen X Gen Y


The top five uncovered
Why are people attracted to the top five companies and what are they
doing right? “Marketing investment
designed to attract new
1 Google is a clear winner for its culture and work/life
balance. “Perhaps what best demonstrates customers also has a spill over effect
Googlers‟ belief that their work is not just a job is the in attracting new employees.”
culture of honesty and kindness that permeates the
company,” reports Joe Krayer, HR Director, Google James Garriock, CEO, Insync Surveys
Australia.

2 Richard Branson and the Virgin Group are seen as
one and the same, and appeal is very high. Respondents indicated the CEO is equally
important as brand/company reputation. The local brand Virgin Blue achieved success, being
voted the “best low cost airline” four times running. Australian CEO John Borghetti says, "The
award is testimony to the great product, brand and people that make Virgin Blue what it is
today.”

3 With one in ten people currently working for themselves in Australia (ABS, 2009) it is of no
surprise that the majority of respondents are looking for work/life balance and to pursue a
personal interest. None of the top companies come close to what people think they can offer
themselves on these two factors.

4 Apple’s biggest attraction driver is its brand/company reputation and perhaps not
surprisingly, products and services are also a key factor in why people voted for Apple. The
worldwide popularity of Apple‟s products, such as the iPhone which was ranked nine in
BrandAsset Consulting‟s 2010 Australian leading brands, has translated into an employee
attraction factor.

5 The Spirit of Australia brand, Qantas, is led by the driver of brand/company reputation. It‟s
also in front for pay, rewards and recognition and benefits and conditions.

New Zealand
Dream Employer drivers
1. Air New Zealand are driven by
brand/company reputation

2. Kiwibank‟s key attribute is culture
3. ASB Bank is voted for rewards & recognition
and products & services


4. Only 3/10 people are working for
their Dream Employer
Employed respondents were asked the question “Are you currently working for your Dream Employer?”

Only one in five Gen Y respondents is working for their Dream Employer. Even more disturbing is that as they
near the end of their careers, only 38% of Baby Boomers have found their Dream Employer.

Working for your Dream Employer by generation

Baby Boomers 38%

Gen X 26%

Gen Y 20%

Creating a “people centred” company rather than chasing and acquiring top talent is a very effective
management strategy according to Pfeffer and O‟Reilly (2000). This was reinforced by Richard Branson when
he spoke at the recent Ultimate Success Summit in Sydney, “Lavish praise on people to get the best from
them. Look for the best in people. If those people are happy in their workplace and enjoy the work they‟re
doing, then your customers will be happy.”

The key to building a viable employment brand is delivering on your value proposition. Peter George,
organisational psychologist at Talent2, says, “Once an employee starts, inconsistencies in the advertised
employer value proposition and day to day practices will no longer be tolerated by individuals
who now, more than any other time in history, look at core values and how their
leaders bring out those core values.”

“Over 90% of staff who respond
to our employee satisfaction survey
say they are proud to work at Microsoft and
would recommend Microsoft as a great place to
work.”

Nicole Blunck, Organisational Development Manager,
Microsoft


Would you recommend your current employer?
To gauge employee loyalty, employed respondents were asked how likely they would be to recommend
working at their organisation to family and friends. A scale of 0–10, where 0 equals not at all likely and 10
equals extremely likely, was used.

Current employer advocacy

32%
37% Promoters – responded 9 or 10

Passive – responded 7 or 8

Detractors – responded 6 or less

31%

The overall Net Promoter Score (NPS)* for current employers is negative five (-5). Insync Surveys‟ proprietary
research shows that only one quarter of Australian organisations have a net positive word-of-mouth from
employees.

Top listed company Air New Zealand understands the importance of employee loyalty and their efforts seem
to be paying off. “At exit interviews 99% of staff say they would return to Air New Zealand if the opportunity
arose,” says Vanessa Stoddart, Group GM Technical Operations and People, Air New Zealand.

Who’s recommending whom?
People from the IT, media and finance sectors are most likely to recommend their current employer.
However, employees in the agricultural, forestry and fishing sector are least likely to be advocates. Current
employees are the most commonly used and most credible source of information about an organisation for
prospective employees so the advocacy test is a key forward indicator of attractiveness.

Who’s missing from the list?
Notorious for its status as a “millionaires‟ factory”, Macquarie Bank is a notable absentee from the post GFC
Dream Employers list. However, when asked the question “Who do you think is the Dream Employer in the
industry that you work in?” the holy dollar company remains the most popular choice for the 226 respondents
currently employed in the financial sector. Second place for this group was Commonwealth Bank, which was a
more popular choice than any of the other retail or merchant banks, super funds and insurance companies.

*Net Promoter is a registered trademark of Satmetrix Systems, Inc., Bain & Company and Fred Reichheld


5. Being your own boss is on the
wish list
Of those who want to be their own boss, only one in eight (12%) are currently self-employed. It seems the
grass is greener theory applies here. “When you‟re employed, you don‟t know what you don‟t know. It‟s easy
to look at self-employment with rose-tinted glasses,” says Robert Gerrish, Founder of Flying Solo. When
people work for themselves they don‟t appear to be much happier than others. The results show 35% of
currently self-employed people work for their Dream Employer. When compared to the overall response of
27%, the results are similar. However, the concept of freedom is very inviting. In a recent survey by Flying
Solo, respondents said the biggest appeal of self-employment was general flexibility, followed closely by being
in control.

Employment status for those who want to work for themselves

2% 1%
2%
4%

5%
Employed
Self-employed
12% Home duties
Student
Unemployed
Retired
Other
74%

The main drivers for wanting to be self-employed are work/life balance and personal interest. Research
from Flying Solo also supports this, but suggests that the balance is “within” rather than “between” life
and work. “Many self-employed people work long hours, but they do so when they want to and because
they want to. It‟s less because „they have to‟,” explains Gerrish.

Self-employed working for their Dream Employer

35%
Yes
No
65%


Reasons for wanting to be self-employed

31%
Work-life balance
30%

21%
Personal interest
23%

13%
Pay, benefits & conditions
10%

7%
Rewards & recognition
8%

7%
Social/environmental
7%

5%
CEO
6%

13%
Culture
4%

3%
Products & services
3%

Currently self-employed Not currently self-employed

Who wants to be their own boss?
The Baby Boomer male is more likely to take the
Is the grass greener on
risk of being their own boss, according to the self-employed side?
the results. This finding is also
supported by Gerrish. “Increasingly “There are definitely downsides to being self-employed.
they are looking for lifestyle over Isolation can be a problem. The self-employed have to
income, by the Baby Boomer
work hard at staying connected, getting out and
age they are typically well-
established financially, and like
networking, not only to grow business but for human
the idea of being masters of their connection.”
own destiny.”
Robert Gerrish, Founder of Flying Solo


6. The nightmare employer
The survey also asked the question “What makes a nightmare employer?” Eight options were offered,
including “other” with respondents able to choose up to three.

Reasons for nominating a nightmare employer

Poor culture 35%

Nature of the work 31%

Company/industry reputation 30%

Negative social impact 28%

Bureaucratic 27%

Lack of rewards and recognition 23%

Environmental impact 13%

Negative workplace culture is the key factor in tarnishing an organisation as an ideal employer. People are
drawn to a company‟s culture and the strength of its brand, and survey respondents clearly do not want to be
associated with a company that has a bad reputation. The findings are in line with the notion that people are
happiest and productive when they are working in a healthy organisational culture and the reverse is true, in
that culture plays a huge part in high performing organisations (De Waal, 2007).

Nature of work was ranked second in identifying a nightmare employer. People want to be passionate about
their job and understand this is a key driver to being happy in the workplace. Linn Taylor, Production Manager,
at Getaway, sums it up by saying, “We have a core group of people that have been with the show for ten
years plus. We all have a passion for travel.”

Bureaucratic and negative social impact also ranked high on the list of turn offs. People want a fun work
environment without the red tape. People‟s self image is boosted when they are work for a socially responsible
organisation.

Interestingly, lack of rewards and recognition didn‟t appear on the top of the list, perhaps indicating an
employer‟s value is based on multiple job offer components rather than just compensation.


7. The winners under the
microscope
In this section we take a closer look at the Dream Employers and dig deeper to uncover some of the trends
that have emerged within industries, generational differences and preferences according to gender.

Dream Employers by industry

So who are the industry winners? Not surprisingly 11 of the industry winners also appear on the overall Dream
Employers list. However, the additional four companies who have come up favourites have a high profile and
continually send positive employer brand messages; which appears to give these companies a competitive
advantage in the labour market.

Industry Dream Employer Main reason why

Advertising OMD Culture
Airline Virgin The CEO
Alcohol Lion Nathan Culture
Automotive BMW Brand/company reputation
Communication Vodafone Culture
Finance Commonwealth Bank Brand/company reputation
Food & drink Coca-Cola Brand/company reputation
IT Google Culture
Media - film The Walt Disney Company Brand/company reputation
Media - print Vogue Brand/company reputation
Media - television Getaway Personal interest
Not-for-profit United Nations Social/environmental
Retail eBay Culture
Sport AFL Brand/company reputation
Travel Lonely Planet Personal interest

Perhaps no surprise is that the iconic Richard Branson is the driver for Virgin being voted a Dream Employer.
He lives and breathes the brand, a point he reinforced to an audience at the Business Chicks Breakfast in
Sydney. “I hang out with my people when I travel, party with them. Apart from the fact I like it…you have to be
available to your people.” This is smart and it‟s working. De Waal (2007) also agrees that leadership is a key
characteristic of high performing organisations.


Lonely Planet knows that a key attribute for them is personal interest. “It‟s
understandable there are people passionate about working for a company
that exists purely to help people have amazing travel experiences.
Our brand is well known and stands for empowering authentic
experiences,” comments Lonely Planet CEO Matt Goldberg.
What drives
Lonely Planet understand travel is loved by many people to work for a NFP?
and is often life changing, hence they
actively promote this attribute to build “People might dream of working for a NFP, but not all
their employer brand. of them apply. It‟s the one slice of the working world that
drives itself on its passion, resourcefulness and sheer
dedication to get results and make a difference.”
Conscience versus
glamour Dianne Holbery, Services Manager, Impact Support Services
Twice as many people want to work for a
not-for-profit (NFP) organisation as for a luxury brand.
Despite this, the result is surprising in the light of recent research by Insync Surveys on HR challenges for
NFPs which addresses the unique recruitment issues faced by the industry. Limited budget and low salaries
are some of the hurdles limiting job applications. However, given the chance to dream, people are more willing
to attach to values than work for glamour. Perhaps signalling theory (Greening & Turban, 2000) is at play here
again, but this time the social conscience comes from the prospective employee, not the employer.

Dream Employers, male and female choices
The gender results are not as stereotypical as one might expect. Men and women want to work for similar
organisations and are attracted to Dream Employers by the same drivers.

Female Male

Rank Dream Employer Rank Dream Employer

1 Google 1 Google
2 Virgin Group/Richard Branson 2 Virgin Group/Richard Branson
3 Self 3 Self
4 Qantas 4 Apple
5 Apple 5 Coca-Cola
6 The Walt Disney Company 6 BHP Billiton
7 OMD 7 Qantas
8 Getaway 8 The Walt Disney Company


There are two clear differences between the male and female results. Coca Cola and BHP Billiton are brands
that appeal more to men than women, ranking fifth and sixth respectively. These companies‟ key features
appeal to a male audience. The reputation of being a boys‟ club is certainly evidenced in the results for BHP
Billiton‟s appeal to men.

OMD and Getaway are the female preference. OMD‟s result can be attributed to high female employee
engagement. Getaway„s image of freedom, luxury travel and continual new experiences influenced many
women. This value proposition far outweighs the downside of travelling for up to 20 weeks of the year.

Industry choices by profile
It‟s of no surprise men are twice as likely to opt for sport and finance. Conversely, not-for-profit and travel
choices are 50% more attractive to women. Insync Surveys‟ NFP research paper supports the idea that NFPs
appeal to women and the Dream Employers results back this up.

Government was ranked third as a Dream Employer industry. A multitude of government organisations were
nominated without a standout choice.

Female Male

Rank Industry Rank Industry

1 IT 1 IT
2 Airline 2 Airline
3 Government* 3 Government*
4 Retail 4 Retail
5 Self-employed 5 Self-employed
6 Not-for-profit 6 Professional services
7 Travel 7 Sport
8 Professional services 8 Finance

Baby Boomers didn‟t favour a particular industry, however they are half as likely to
want to work in IT than other generations. Gen Y and X are more likely to
“Understanding your target
dream of working in the following sectors:
employee groups and creating
• Food and drink
messages that resonate with them is the
• IT
most efficient way of building employer
• Media – film attractiveness.”
• Retail
• Advertising James Garriock, CEO, Insync Surveys
Airlines was also clear standout for Gen X.


8. Methodology
The survey was designed to identify which organisations Australians and New Zealanders dream of working
for; and why.

The survey consisted of 10 mainly pre-coded questions and was completed online during August 2010. The
survey was made available to the general public via a dedicated Dream Employers website
(www.dreamemployers.com.au), email, online Fairfax websites and Facebook. In addition, business leaders
were also able to encourage their networks to participate.

The survey resulted in a high response from a random sample of the online population. Whilst the focus of the
research was primarily Australia and New Zealand, given the approach used, there was scope for responses
from all over the world. The survey recorded place of residence to facilitate country specific analysis.

Respondents to the survey, excluding ACT residents, were entered
into a prize draw to win one of two $500 RedBalloon gift
vouchers.

All respondents were asked to nominate their
“Over the last few years we have
Dream Employer. Responses to this question achieved significant change in our
were ranked in order of frequency, culture to one where our people are even
with the highest ranking more committed to our goals and valued for their
organisations identified as
contributions. Being recognised as a Dream Employer is
the winners.
testament to the importance we place on our people being
Academic references are key to our success.”
available by emailing:
research@insyncsurveys.com.au
Barbara Chapman, Group Executive Human Resources
and Group Services, Commonwealth Bank

“When you tell people you
work for Disney, it always
invokes a positive reaction.”

Carly Peter, Human Resources Director
for The Walt Disney Company Australia and
New Zealand


9. Response rates
The 2010 Dream Employers Survey was completed by 2965 respondents. A breakdown of responses by
demographic is shown below.

Gender Generation

13%

32% Baby Boomers
35% (1940-1960)
Female
Gen X
Male (1961-1980)
68% Gen Y
52% (1981-1994)

Location Employment situation

1%

10% 5%
6%
7% Employed
Australia 4% Home duties
New Zealand Self-employed
Other
Student
78% Other
89%

Australia New Zealand

2%
7% 13%
NSW
QLD
43% North Island
31% SA
VIC South Island
WA
5% Other 87%
13%


10. About us
About Insync Surveys
Insync Surveys is a 2009 BRW Fast 100 company. With offices in Melbourne and Sydney, we specialise in
employee, customer, board and other stakeholder surveys backed by consulting. Our organisational
psychologists and research experts help organisations become more effective.

We‟ve worked with some of the largest organisations in Asia Pacific, including: Cathay Pacific, Toll, Medibank
Private, WorleyParsons, Fairfax Digital, Mission Australia, the Australian Curriculum, Assessment and
Reporting Authority, state government departments, many local councils and most university libraries. This
broad experience allows us to benchmark your results.

About RedBalloon
RedBalloon For Corporate provides exciting reward and recognition solutions, corporate gifts and sales
incentives to ensure businesses keep their employees and customers motivated, rewarded and engaged.
Using RedBalloon‟s unique resource of over 2,000 amazing experiences in Australia and New Zealand they
specialise in creating attachments between employees and their employer. RedBalloon has also been
awarded for its innovative employee engagement practices. In 2009 they were named in the top ten Best
Places to Work by BRW and Hewitt Associates have also awarded RedBalloon with an engagement score of
over 90 percent two years in a row. The average engagement score in Australian businesses is 55 percent.

Dream Employers Supporter – Talent2
Talent2 is the leading Human Resources Outsourcing (HRO) and Managed Services provider in the Asia
Pacific region, delivering integrated HR solutions, both outsourced and in-sourced, and innovative and
effective talent management solutions. The company offers a range of solutions including Recruitment, RPO,
HR and Payroll and Learning and Development, which positions the company uniquely to service the rapidly
growing business needs for HRO.

Founded in 2003, the company is listed on the Australian Stock Exchange („TWO‟). Talent2 operates through
a holistic offering set of „Acquire, Manage and Optimise,‟ which makes the company uniquely placed to service
growing business needs for HRO.

BROUGHT TO YOU BY: SUPPORTER:


Contact us
To discuss any of the research in further To transform your workplace culture, To find out more information from Talent2,
detail or review your organisation‟s contact RedBalloon for corporate gifts, or to speak to someone on the topic of
retention and employee alignment reward and recognition programs and effective talent management solutions,
requirements, please contact: employee engagement advice. please contact:

Virginia Shaw RedBalloon Corporate Aideen McDonald
Insync Surveys Pty Ltd Australia: 1300 85 09 40 BlueChip Communication
research@insyncsurveys.com.au query@redballoon.com.au aideen@bluechipcommunication.com.au
Phone: +61 3 9909 9222 New Zealand: 0800 555 029 Phone: +61 2 9018 8600
query@redballoon.co.nz +61 416 946 932

www.insyncsurveys.com.au www.redballoon.com.au/corporate www.talent2.com

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